Examining the Impact of @waste4change's Instagram Campaign on User Attitudes towards Waste Management

: Waste management is a social problem that needs to be addressed to foster a positive attitude toward the need to develop waste management. Campaigns through social media need to be evaluated for their benefits. Only a few studies have evaluated the impact of exposure and presentation of information conveyed via social media. This study aims to see the effect of exposure and presentation of information from @waste4change delivered through Instagram on user attitudes. The population is social media users


Introduction
Waste management needs attention not only from the government but also requires community involvement.The volume of waste generation in Indonesia in 2022 will reach 19.45 million tons.Based on the type, most of the waste generated is in the form of food waste, with a proportion of 41.55%, then the plastic waste is in second place, with a proportion of 18.55% (Putri, 2023).Modernization in the current era of globalization also contributes to the increase in waste generation each year.People live a consumptive lifestyle which contributes to more waste generation.Alfitri et al. (2020) said that pollution is one of the biggest environmental threats.It was further said that around 20% -50% of waste in developing countries could not be collected due to the lack of waste collection services and an inadequate waste management system.Garbage can still be found piled up on the streets, which can cause disease.In general, it is said that developing countries have the potential to face higher waste problems compared to industrialized countries.
Poor waste collection services in Indonesia can be seen from the lack of Final Disposal Sites (TPA) due to the limited available land and inadequate facilities and infrastructure (Dewanti et al., 2019).The Bantar Gebang Integrated Garbage Disposal Site (TPST) in Bekasi is almost complete due to the ever-increasing piles of garbage; even the Provincial Government of DKI Jakarta plans to buy land from residents around the TPST to expand the TPST land (Raharjo, 2021).Pangkalpinang in the Bangka Belitung Islands is experiencing a landfill crisis, with only two hectares of land remaining (Davina, 2021).Apart from that, Pematangsiantar, especially in Tanjung Pinggir, is also experiencing a landfill crisis, where garbage piles up on the shoulders of the road, and it is difficult for garbage trucks to enter the land (Manurung, 2021).
In addition, waste is not managed properly due to the infrequent waste sorting activities; even though some places have separated waste by type, waste workers often mix the separated waste back when it is brought to the waste disposal centre (Ismail, 2019).
The community needs to gain awareness of waste management in order to reduce waste piles in Indonesia; this shows that residents' awareness of waste management still needs to improve (Haswindy & Yuliana, 2017).It has also been discovered that attitude is a crucial element in trash management (Gnimadi, 2022).A social movement is needed to free Indonesia from waste problems; social movements are formed because of the results to be achieved (Haris et al., 2019).Social movements to solve environmental problems can be carried out online through social media.Social media and social movements are two important interrelated components because people use social media as a source of information (Sitowin & Alfirdaus, 2019); social media provides a virtual space to form a movement with the community to fight for shared values.The use of social media as a space for education, information, and campaigns on environmental issues has been carried out.Nurislam (2020) shows how people use social media, YouTube, to watch waste management skills content.The study by Budiarti et al.
(2020) describes a campaign carried out via Instagram @lesswasteshift to increase public awareness of protecting the environment, especially in reducing waste.Maryam et al (2021) show that an organization provides education through campaigns on social media; this activity is carried out to provide public knowledge and understanding about environmental damage and positive behaviour to overcome this problem.Kristanti & Marta (2021) showed that the content of YouTube channel has persuasive and educative to the users.This shows the role of social media in educating the public regarding waste management through informative content, which can then change their attitudes and behaviour.
The need for education about waste management in the community and the use of social media as a virtual campaign space makes this study necessary.Exposure to information from social media is expected to create positive attitude changes in audiences.This refers to the Information Integration Theory from Martin Fishbein (1973), which states that information can potentially influence the formation of attitudes of recipients of information.Previous studies have shown that exposure to social media information affects changes in attitudes (Imanda, 2021;Ashari, et al., 2016;Umniyati, 2017;Intyaswati, 2022).However, there still needs to be more studies looking at the relationship between exposure and presentation of waste management information on the attitude of recipients of information.This study aims to look at the role of exposure and presentation of @waste4change account information in changing audience attitudes.

Research Method
This study used a survey method with a purposive sampling technic.The sample criteria were followers of the Instagram account @waste4change who read, saw, or heard information related to waste management provided by the Instagram account @waste4change.
Researchers distributed questionnaires in the form of Google Forms via Instagram to the followers @waste4change.Data collection was carried out in April 2022 and got 100 respondents.
The instrument of the research refers to a predetermined study.Factor Analysis (EFA) have met the standard criteria; the results of the Measure of Sampling Adequacy tested the validity of the questionnaire on the question items resulting in a value that met the standard (> 0.50) for each item (Intyaswati, 2023).A reliability test was carried out using Alpha Cronbach's, and the results have the standard value (> 0.70).Data analysis used multiple linear regression to determine whether or not there was a relationship between variables that had a causal relationship using SPSS 24 program.This section describes how the research was conducted, research design, data collection techniques, instrument development, and data analysis techniques.This section explains how the data was collected/generated and an explanation of how the data was analysed.

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The information provided by @waste4change adds to followers' confidence in waste managementWeight-The accuracy of the information presented by @waste4change -Clarity of information presented by @waste4change -The relevance of the information provided by @Frequently follow the development of waste management information on the Instagram account @waste4change Duration -Time spent viewing, reading, or listening to the information provided by @waste4change Attention -The level of concentration or focus in viewing, reading, or hearing the information presented by @ International Journal of Science Education and Cultural Studies International Journal of Science Education and Cultural Studies, ISSN 2964-2604, Volume 2 Number 2 September 2023 https://doi.org/10.58291/ijsecs.v2n2.12863

Table 1
Presentation, with two indicators, namely valence and weight, 2) Exposure, with three indicators, namely frequency, duration, and attention.The dependent variable is attitude, with three indicators including cognitive, affective, and conative.Validity test using Exploratory International Journal of Science Education and Cultural Studies International Journal of Science Education and Cultural Studies, ISSN 2964-2604, Volume 2 Number 2 September 2023 https://doi.org/10.58291/ijsecs.v2n2.12864